Annual CityScope® Business Issue
With Chattanooga’s stunning natural beauty, rich history, and plethora of thrilling activities, it’s no surprise that tourists flock to the Scenic City. Here, we chat with representatives from top tourist attractions in the area to discuss the state of the tourism industry, how it contributes to the city’s growth, and so much more.
Photo Courtesy of Tennessee Valley Railroad Museum
Chattanooga is a beautiful city with offerings from sunup to sundown. From all the wonderful attractions to the diverse restaurant and music options, it really is the best place to visit for a weekend getaway.
Chattanooga tourism has changed in the classic way – the city has been on the forefront of making infrastructure investments to encourage ever-changing tourism needs. Our organization, founded in 1961, has grown with the city to become one of the premier places to visit while in Chattanooga. We offer the “classic Chattanooga” experience with an authentic train ride on vintage equipment, all pulled by one of our 100+ year-old steam engines. Each year, our schedule expands to offer unique train rides that entertain guests from the age of 2 to 102.
Tourism is critical to future growth and development as a true partner for building successful communities. Tourism offers so many opportunities for our younger workforce to be introduced to all kinds of career opportunities – which leads to the next generation of city leaders and planners. Building partnerships within our economic structure among local businesses and tourism partners allows for a well-rounded and inclusive city experience.
Penelope Soule Gault
Director of Marketing, Communications, and Product Development, Tennessee Valley Railroad Museum
Photo Courtesy of See Rock City, Inc.
I think Chattanooga has a very healthy tourism industry, and I’m excited for its future. Much in thanks to the Chattanooga Tourism Company, we have done a great job at showing the region and beyond that we are a great destination. Chattanooga is well-positioned for the tourism trends of 2025 where we’ll be seeing more multigenerational travelers, a continued increase of visitors looking to get outside to experience the serenity of nature, and those looking for a unique cultural experience.
Tourism is all about balance, and ultimately, a destination is a great place to visit because it is a great place to live. We must meet the challenge of balancing the importance of our visitors with the importance of our locals.
Tourism has a significant positive impact on our local economy, generating jobs, tax revenue, and increased income, particularly for small businesses. Travelers seek out experiences they can’t have where they live. Whether enjoying handcrafted ice cream made with locally sourced ingredients at Clumpies Ice Cream Co. or marveling at the imagination of Fairyland Caverns, visitors are experiencing something unique. Local restaurants, retail, and other small businesses excel at delivering those special moments and therefore benefit from out-of-town visitors.
Jamie Ann Rennick
Marketing Director,
See Rock City, Inc.
Photo Courtesy of Ruby Falls
The mix of legacy attractions such as Ruby Falls, Rock City, and the Incline Railway, along with the world-class Tennessee Aquarium, stunning scenic beauty, outdoor activities, friendly locals, and a thriving music and culinary scene that continues to grow makes Chattanooga an ideal getaway with wide appeal. Being within an easy two-hour drive from multiple metropolitan areas, and with major freeways running through Chattanooga, makes the city very accessible.
The Chattanooga Tourism Company, of which I am the chairman, commissioned three future needs studies: convention center, music venues, and sports facilities. Each study pinpointed where we need to invest to remain competitive in the future. We cannot rely on leisure travel alone and must upgrade our convention center, add additional music venues, and create more inviting sports facilities. These specific investments will benefit both Hamilton County residents and visitors.
Local restaurant and shop owners have told me that at least 30% of their revenue comes from out-of-town visitors. As more hotel rooms are added in the Chattanooga area, increased tourism will boost local restaurant and shop revenue and further reduce Hamilton County residents’ tax burden, which is currently lowered by about $1,200 through visitor tax funding.
Hugh Morrow Jr.
President & CEO, Ruby Falls
Photo Courtesy of Hunter Museum of American Art
Just about everything in Chattanooga has evolved over the years, and I would say that tourism is no exception. There’s been incredible growth in tourism, and we’re lucky to have such a wealth of natural resources on which to build. The Hunter has evolved with the city. The museum is an iconic riverfront gem that also serves as a cultural hub and destination for art lovers from all over the country. The Hunter brings artists and exhibitions of national and international renown to its galleries, helping to draw tourists to our area. It’s a museum you’d expect to find in a much larger city. As one of our longtime supporters says so fittingly, “the Hunter punches above its weight.” Much like Chattanooga itself.
Partnerships! Working with attractions, restaurants, and hotels can offer local businesses unique opportunities to participate in the vibrant tourism scene and also to capture the attention of locals.
In addition to generating significant tax revenue and creating local jobs, a thriving tourism industry adds to the quality of life in Chattanooga day in and day out by supporting leisure activities that residents also enjoy!
Cara McGowan
Director of Institutional Advancement, Hunter Museum of American Art
Photos Courtesy of Tennessee Aquarium
Large-scale attractions, like the Tennessee Aquarium, bring people to the city from around the world, and many other businesses benefit from the ripple effects of tourism. One aspect of the economic benefits of tourism, which is sometimes overlooked, is the tax money generated by visitors from outside our area that helps support essential services throughout Hamilton County.
Chattanooga’s tourism sector is thriving and growing. People are looking for affordable destinations that offer a wide range of memorable and repeatable leisure activities. Chattanooga is uniquely positioned to appeal to audiences from multigenerational families to couples who travel without children. Adventure seekers also have many opportunities to enjoy the outdoors just minutes from the heart of downtown. As our airport continues to expand routes, getting to Chattanooga has never been easier for travelers living outside of our traditional drive markets.
In an increasingly connected world, an online presence is crucial for success. Potential visitors are evaluating a lot of information before making travel decisions. As the number of positive impressions spreads from each and every business, it makes it more likely that someone will choose Chattanooga over another destination.
Thom Benson
Chief Communications and Marketing Officer, Tennessee Aquarium
Photo Courtesy of High Point Climbing and Fitness
Tourism in Chattanooga is thriving! Some tourist attractions in Chattanooga have been around for a long time, but there are also so many new businesses popping up. The newer businesses support the others by driving more traffic to our city while also showing there is an increased demand for new, exciting things each year.
At one point in time, Chattanooga was not known as a great place to visit and bring your family. Over the years, we have seen more structure and systems put in place to make our city safer, along with more small businesses and attractions to attract folks from out of town. High Point’s outdoor climbing wall is seen as this bold and attractive face of Broad Street, right next to the Tennessee Aquarium and Creative Discovery Museum, that fosters a sense of adventure that you don’t get to see in many cities.
The seasonal influx of tourism is challenging. It feels difficult for small businesses to be prepared for the dip in slower months while also being prepared for heavy traffic.
Sydney Brown
Director of Marketing and Communications, High Point Climbing and Fitness
Photo Courtesy of Chattanooga Zoo
Tourism is constantly expanding in our city. Over the years, I have been consistently impressed with our collective ability to make waves across the nation and distinguish Chattanooga as a unique and worthwhile destination. I think our visitorship will see more growth as Chattanoogans continue to innovate in the entertainment, business, and hospitality sectors.
Every year, more innovative, creative, and driven people are bringing their ideas to life in Chattanooga, making it an even better place to be. Chattanooga hit a remarkable milestone in 1998 when Chattanooga Zoo first received accreditation from the Association of Zoos and Aquariums. AZA accreditation shows that we uphold the highest standards of animal welfare, staff training, and guest experience while also enhancing our value to the community and ability to attract guests. Since then, the Zoo has grown and changed remarkably. Most recently, we opened the biggest expansion in Chattanooga Zoo history: Cape of Africa. Cape of Africa provides a uniquely immersive experience while displaying remarkable animals like giraffes, warthogs, Cape porcupines, and more.
Partnerships and relationships are key. Identify how you add value to the visitor experience, and get plugged in with others in the hospitality industry.
Dardenelle Long
President & CEO,
Chattanooga Zoo
